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→ Define marketing priorities
→ Identify target audiences
→ Supervise marketing channels
→ Developing go-to-market plans

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Carolina S., Fractional CMO ex-ZARA — Mateerz

UPDATED FOR 2026

What does a Fractional CMO do?

Understanding the role of the Fractional CMO

Some companies don’t necessarily have the budget, time, need or ability to hire a full-time CMO.

In some French startups, the impact that marketing could have is often underestimated. Yet it plays an essential role in defining the best target market, defining personas and customer types, and devising strategies to reach them.

Hiring the right CMO involves a number of considerations. Not least when it comes to deciding whether to opt for a Fractional CMO solution, or to hire on a full-time basis.

Here are the aspects to bear in mind:

High skills integration

Your Fractional CMO must have the right marketing skills, an ability to integrate into your company’s culture and must be in tune with your company’s overall philosophy.

A clear vision

Your Fractional CMO must have a clear vision of future products and know how to engage with your customers and prospects.

An understanding of friction

It’s also fundamental that he has a clear understanding of the various obstacles and opportunities that will arise as your startup expands in France.

Effective decisions

Finally, the Fractional CMO will need to be able to make decisions that maximize financial efficiency while balancing product, finances and customers.

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Should you hire a Fractional CMO?

Part-time CMO, partial CMO, Fractional CMO, all these buzzwords mean the same thing: a CMO can work intermittently for a company.

Clearly, for many companies, job titles don’t really mean anything!

When a start-up is launched, everyone refers to themselves as CEO, even though there are no employees yet. The same goes for early-stage recruitment: at one point, every unicorn today was just a room full of a chief technical officer (CTO), a chief revenue officer (CRO), a chief product officer (CPO), a chief financial officer (CFO) and of course… a CMO.

When it comes to CMO, feel free to substitute marketing director, marketing manager… use whatever term inspires you.

Startups aren’t the only ones requiring help in the various spheres of marketing, and the use of a Fractional CMO can be a real godsend. In fact, there are many situations in which hiring a part-time CMO would be a wise decision.

Startups in the start-up phase

Let’s face it, startups often have limited budgets and may not have the resources for a full-time marketing director position. However, marketing is crucial to any business and neglecting it in the early days can be devastating. So hiring a Fractional CMO can be a cost-effective solution for startups wishing to implement and deploy a marketing strategy… without emptying their purse.

Companies in full development and in need of an interim solution

These may be companies in a growth phase that have gone beyond the startup stage and are looking to accelerate their development. They need the expertise of a CMO to guide their efforts, but they’re not yet ready to hire someone full-time. In this context, a Fractional CMO offers a transitional solution to bridge this gap until full-time hiring becomes necessary.

Before hiring full-time to better define the scope

Hiring a fractional marketing director is a serious commitment. So it’s key to properly define the scope of the position. The trick of hiring a Fractional CMO can help determine responsibilities and expectations before making a long-term commitment. This way, when the time comes to hire a full-time CMO, the company has already structured and aligned its marketing efforts, creating the ideal conditions for successful recruitment.

When the team is predominantly junior

Hiring a Fractional CMO can be very beneficial for growing companies that need marketing expertise, but only have junior staff. A junior team may lack the experience or knowledge needed to develop and implement a robust marketing strategy. A Fractional CMO provides the strategy and guidance needed to ensure marketing efforts are aligned and effective.

When the old CMO is on the way out

The departure of a CMO can trigger a lengthy recruitment process for another Chief Marketing Officer. During this process, it’s important to maintain marketing leadership within the company. The Fractional Chief Marketing Officer (Fractional CMO) option helps contain the gap created by the CMO’s departure, and eliminates the hidden costs associated with a vacant position.

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When should you hire a Fractional CMO?

This approach can be beneficial in a number of ways, depending on timing.

Before launching a product on the market

A Fractional CMO can help you build a marketing strategy that aligns with your product, your target and your budget. A Fractional CMO can help you build a marketing strategy that aligns with your product, target and budget. Fractional CMOs, by their very nature, work with several companies simultaneously and over defined periods of time. So you can capitalize on their expertise to optimize your marketing efforts to ensure a successful launch.

After a product launch

Maintaining momentum and continuing to attract new consumers is crucial. In this situation, a Fractional CMO enables you to adapt and deploy your marketing strategy based on initial customer feedback.

Product downturn after a promising start

A strategic pivot may then be necessary to maintain the company’s growth. So calling in a Fractional CMO when considering a pivot offers an opportunity to gain a fresh perspective and an unbiased voice, to accurately assess the market.

The scenario of expanding your offering to new regions

Depending on your business sector, this may present different challenges, such as language barriers, time zones, distance or the complexity of local currencies. In such cases, a Fractional CMO with international experience can help dodge mistakes. Calling in a Fractional CMO from Mateerz who knows the local market well can help develop a marketing strategy that takes cultural specifics into account.

María S. — Fractional CMO ex-Glovo, Mateerz

So, by recruiting a fractional CMO at the right time, you can maximize your chances of success. At Mateerz, many independent CMOs who have worked at companies such as L’Oréal, LVMH, Revolut, Renault, Airbnb, Sunday, Asphalte etc. offer their expertise on a part-time basis. Why not contact them now?

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The advantages of recruiting a Fractional CMO in Europe

We have already explored why and when to hire a part-time CMO, but the list of advantages doesn’t end there. Many other benefits are available to startups across Europe that need expert marketing support. Let’s see:

Time savings: Running a startup is an enormous undertaking, whether you’re based in Barcelona, Madrid, London, or Berlin. Co-founders across European markets are extremely stretched thin. Designing a marketing strategy adapted to the local specificities of each region can be particularly time-consuming. By hiring a fractional CMO familiar with the nuances of European markets, you entrust your marketing strategy to an expert, freeing up time to focus on other strategic areas of your project.

Premium expertise: A fractional CMO in Europe brings a wealth of invaluable experiences that would be difficult to access otherwise. Mateerz, a major player in this field across Europe, offers professionals whose background in ecosystems as varied as Berlin startups, Madrid marketing agencies, or London corporations has enabled them to acquire innovative strategies and an approach perfectly adapted to different European markets.

Financial savings: Hiring a full-time CMO can be extremely costly, with significant variations depending on the social legislation in Barcelona, Madrid, London, or Berlin. By opting for a fractional CMO solution, you benefit from a professional’s expertise without the financial burden of a full-time position, the costs of which vary considerably between EU countries and the UK.

Optimization: A European fractional CMO is there to maximize your marketing efforts and make them as efficient as possible across all markets on the continent. With their extensive experience of the cultural particularities of each region, they are able to analyze the most significant data and trends to boost your marketing strategy and achieve better results, whether for campaigns in London, Berlin, Barcelona, or Madrid.

Moreover, hiring a fractional CMO in Europe allows you to quickly fill a need without wasting time. Notice periods vary considerably between countries: three months are common in Germany around Berlin, while Madrid and Barcelona generally require one to two months’ notice, and London maintains an average of 30 days. Employing a fractional CMO like those offered by Mateerz allows you to bypass these administrative constraints, enabling you to stay focused on your business objectives while immediately benefiting from expertise adapted to European economic realities.

Fractional CMO B2C ex-Deliveroo, Mateerz

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The difference between Fractional CMO and Part-time CMO

A Part-Time Marketing Manager (or Part-Time CMO) and a Fractional CMO are both marketing professionals who work part-time for a company. However, there are significant differences between these two roles:

Hourly commitment

A part-time CMO generally works a fixed number of hours per week or month for a company. Schedules may vary, but their presence and availability are generally constant. A Fractional CMO, on the other hand, may work a variable number of hours depending on the company’s needs. They are usually hired on a project basis or for specific periods, which can vary from a few hours a week to a few days a month.

Scope of responsibilities

A part-time CMO is often responsible for overseeing and managing a company’s entire marketing function. They may develop marketing strategies, manage marketing campaigns, lead the marketing team and manage other marketing-related tasks. A Fractional CMO, on the other hand, is usually hired for a specific project or to solve a particular marketing challenge. They may focus on a narrower scope of work, such as developing a marketing plan, launching a new product or optimizing a specific marketing channel.

Level of commitment

Part-time CMOs generally have a deeper level of involvement with the company. They may be more integrated into the organization, participate in meetings, work closely with other executives and have a deeper understanding of the company’s objectives and operations. Fractional CMOs, on the other hand, often work remotely and may have a more limited level of engagement with the company. They are usually hired for their specialized expertise, and may work independently or in collaboration with the existing marketing team.

Cost

The cost structure for part-time and fractional CMOs may differ. Part-time CMOs often charge a fixed monthly fee or an hourly rate based on the number of hours worked. Fractional CMOs may charge according to project scope, duration or a combination of factors. The cost of a Fractional CMO can vary according to the complexity of the project and the level of expertise required.

Ultimately, the choice between a part-time CMO and a Fractional CMO depends on the company’s specific needs and objectives. A part-time CMO offers a more consistent presence and a broader scope of responsibility, while a Fractional CMO provides specialized expertise for specific projects or challenges.

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How much does a fractional CMO cost in Europe?

If you’re evaluating whether a fractional CMO is the right choice for your business in Europe, one of your first questions will likely be: how much does a Fractional CMO cost? Getting a clear answer to this question can be challenging as there are various fractional CMO models offering different levels of engagement, expertise, and pricing structures across European cities.

However, a good starting point for understanding the cost of a Fractional CMO is the average hourly rate, which varies significantly between major European business hubs:

In London, rates typically range from £200 to £400 (€240-€480) per hour, reflecting the city’s higher cost of living and competitive marketing landscape
Berlin offers more moderate rates between €175 and €325 per hour, making it an attractive option for growing startups
Barcelona and Madrid present similar pricing structures ranging from €150 to €300 per hour, with specialized sector expertise commanding premium rates

Mateerz, as a major player in the European fractional CMO market, has observed that some fractional CMO providers bill on an ad hoc hourly basis, while others work on a retainer for a dedicated number of hours per week/month.

Most Fractional CMO service providers highlight cost savings as their most significant value proposition. In many cases, this makes sense. A full-time Marketing Director is expensive; their average total annual compensation in permanent employment, including base salary and bonuses, ranges between:

€170,000-€350,000 in London
€140,000-€280,000 in Berlin
€120,000-€260,000 in Barcelona and Madrid

The real cost is typically much higher once you account for recruitment costs, social benefits, and stock options or equity, which vary substantially between EU countries and the UK.

Bringing in this same level of expertise part-time should cost less. Companies across Europe typically save around 60% compared to a full-time hire for the same brain power, with businesses in Barcelona and Madrid often achieving the highest percentage savings compared to their counterparts in London and Berlin.

Working with a fractional CMO from providers like Mateerz allows businesses throughout the European market to access premium marketing leadership while maintaining flexibility and controlling costs according to the specific economic conditions of their city.

3 lessons we’ve learned about Fractional CMO cost (and value):

Not all fractional CMO models are created equally, so different models require different value assessments.

Fractional CMOs should also have a faster impact and be less risky than a full-time hire.

There is a high cost to not having an experienced marketing leader at the helm.

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Also known as

Common titles for Fractional CMO

Dedicated pages for the main variations. Dashed chips are common synonyms used across the industry.

Fractional CMO Part-time CMO CMO on demand CMO-as-a-service Fractional CMO services Fractional CMO Agency Fractional Head of Marketing Part-time Head of Marketing CMO fractionné Fractional CMO b2b Fractional CMO b2c

Rôles connexes

Fractional CMO → Part-time CMO → Directeur Marketing à temps partagé → Chief Marketing Officer →

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